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If the Shoe Fits: Antidote to Pain

by Miki Saxon

A Friday series exploring Startups and the people who make them go. Read allIf the Shoe Fits posts here

5726760809_bf0bf0f558_mWhether you’re looking for funding, creating a website or presenting to a potential customer, you would be wise to remember the words of Kon Leong, co-founder, president and chief executive of ZL Technologies.

“You have to present your story in their context, not yours.”

In Real Estate sales it’s well-known that only three things matter, location, location, location.

When creating an executive summary or presenting to investors only three things matter, market, market, market. Yet founders tend fill up the space or spend the time on how cool their technology or impressive their team.

When building a website, whether B2B or B2C, only three things matter, WIFM, WIFM, WIFM (what’s in it for me), but too often the focus is on the coolness of the product with the customer benefits almost an afterthought.

In all cases the same thing underlies what matters—pain.

Identify the pain, communicate how your product or service makes the hurt go away and they will buy.

Image credit: HikingArtist

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